The American Rental Association is preparing for a landmark moment in the rental industry calendar as the ARA Show 2025 What Rental Industry Professionals Need continues a proud tradition of connecting equipment professionals under one roof. The 2021 edition marks the first time the show returns to Las Vegas since 2013, and early indicators point to strong attendance with rental store registrations growing steadily and more than 600 exhibiting companies already confirmed. The event represents a crucial opportunity for rental businesses to regroup, restock, and reposition themselves after an unpredictable 18-month period that reshaped the industry landscape.
With the rental industry projected to grow nearly 10 percent in 2022, the timing of the October show could not be more strategic for fleet managers, store owners, and industry professionals looking to secure their place in the recovery. This article explores what attendees can expect, from education sessions and networking events to health protocols and business opportunities on the show floor.
Exhibit Floor and Business Opportunities at the 2021 ARA Show
The exhibit floor at this year’s ARA Show offers more than the traditional booth-and-banner experience. With over 600 exhibiting companies confirmed, attendees gain access to a concentrated marketplace of equipment manufacturers, service providers, and industry suppliers all in one venue. For rental businesses of any size, this density of vendors provides efficiency unmatched by months of individual supplier visits.
Show-Only Specials and Product Launches
A few hundred exhibitors are offering Show-Only Specials that are exclusively available to attendees in Las Vegas. These deals create a compelling financial incentive for rental professionals to attend in person rather than relying on remote sales meetings or online catalogs. The show also features:
- First-time exhibiting companies making their debut at the ARA Show, bringing fresh inventory and new perspectives to the rental marketplace
- Long-established companies launching new products that will shape rental fleets for the coming years
- Exclusive show-floor deals and discounts that reward in-person attendance with pricing not available through any other channel
- Opportunities to compare multiple suppliers side by side, streamlining purchasing decisions that might otherwise require weeks of research
New Outside Exhibit Space for Equipment in Action
For the first time, the 2021 show features outdoor exhibit space where equipment can be demonstrated in live action. This new addition allows rental professionals to evaluate machinery under real operating conditions rather than relying on static display alone. The outdoor space addresses a long-standing request from attendees who want to see equipment performance before purchase, representing a significant enhancement to the trade show format.
The ability to test equipment in action becomes particularly valuable given the current supply chain environment. With demand for rental products remaining strong and supply constraints affecting delivery timelines across multiple manufacturing sectors, placing informed orders at the show helps rental businesses secure inventory for the 2022 season. Professionals who delay purchasing decisions risk encountering extended lead times as the industry ramps up to meet projected demand.
Strategic Timing for Order Placement
While October may not have been the initial first choice for show timing, the current market dynamics make it an ideal window for procurement. Supply chain issues across manufacturing sectors mean that orders placed now can enter the pipeline for 2022 delivery. The show provides a rare opportunity to conduct comparison shopping across hundreds of vendors in a single location. For rental operations seeking to expand or refresh their fleet, Evaluating Rental Equipment At the Rental Show 2010 offers historical perspective on how product launches at industry events inform fleet management decisions that have long-term operational impact.
Rental businesses arriving with a clear purchasing strategy can maximize their show attendance value. Preparing a list of equipment categories that need replenishment, researching potential suppliers beforehand, and setting budget parameters in advance allows decision makers to act quickly when they encounter favorable terms on the show floor.
Education Sessions and Keynote Programming
Education remains a cornerstone of the ARA Show experience. The 2021 program includes a full day of dedicated education sessions on Sunday, followed by a keynote address designed to inspire and inform rental professionals as they navigate the post-pandemic business environment. The educational track covers both practical operational topics and forward-looking strategic content.
Sunday Education Sessions
The Sunday education track covers topics relevant to rental store operations, workforce development, financial management, and industry trends. These sessions are structured to deliver actionable takeaways that attendees can implement immediately upon returning to their businesses. Topics typically addressed in the education program include:
- Risk management and safety protocol updates for rental operations, including evolving regulatory requirements
- Workforce recruitment and retention strategies tailored to the specific challenges of the equipment rental sector
- Financial benchmarking techniques that help rental businesses measure profitability against industry standards
- Technology adoption trends in equipment rental management, from software platforms to telematics integration
- Customer service best practices that differentiate rental businesses in competitive markets
Each session is led by industry practitioners and subject matter experts who bring real-world experience to their presentations. The interactive format allows attendees to ask questions specific to their operations and learn from peers facing similar challenges.
Keynote Session with Carey Lohrenz
Monday morning kicks off the official opening of the show floor with a keynote address from Carey Lohrenz, the first female F-14 Tomcat Fighter Pilot in the United States Navy. Her presentation on teamwork, leadership, and performing under high-stakes conditions resonates strongly with rental professionals who have navigated operational challenges over the past year and a half. Lohrenz brings a perspective on resilience and precision that translates directly to business environments where split-second decisions and coordinated team action determine outcomes. Her experience in dynamic, high-pressure environments offers lessons for managing fleets, serving customers, and leading teams through uncertainty.
Networking Events and Community Building
The ARA Show has long been described as the largest support group the rental industry has to offer. The 2021 networking calendar is packed with events designed to rebuild the personal connections that sustain the rental community through challenging times. After months of virtual meetings and remote collaboration, the opportunity to gather in person carries special significance this year.
Networking Event Schedule
| Day | Event | Description | Time |
|---|---|---|---|
| Sunday | Young Professionals Network Reception | Networking mixer for emerging industry leaders | Evening |
| Monday | Regional Receptions and ARAPAC Reception | Geographic networking and industry advocacy gathering | Evening |
| Tuesday | Women in Rental Breakfast | Morning program supporting women in the industry | Morning |
| Tuesday | Oktoberfest Las Vegas Style | Closing celebration with networking and entertainment | Evening |
New Virtual 5K for the ARA Foundation
A creative addition to the 2021 program is the virtual 5K run supporting the ARA Foundation. Attendees can participate from anywhere, and finishers are encouraged to wear their 5K shirt on the show floor Tuesday to show their support. This event combines fitness, fundraising, and visible community spirit in a format adapted for the current health-conscious environment. The foundation supports research and educational initiatives that benefit the entire rental industry, making this both a fun activity and a meaningful contribution.
Booth Chase Gamification
The ARA is introducing Booth Chase, a gamification feature offered through the show mobile app. Participants complete challenges by visiting designated exhibitor booths, earning entries for a chance to win $2,500. This feature encourages deeper exploration of the exhibit floor while adding friendly competition to the experience. For exhibitors, it drives traffic. For attendees, it provides a structured way to discover vendors they might otherwise overlook.
Health Protocols and Industry Outlook
The health and safety of attendees remains the top priority for the American Rental Association as it executes what it describes as a Clean, Safe, and Essential show for the rental industry. The association has worked closely with venue operators and local health authorities to develop protocols that protect attendees while preserving the value of in-person interaction.
Health and Safety Protocols
The show operates in full compliance with health requirements set by Clark County and the State of Nevada. Key protocols that attendees should understand before arrival include:
- Face masks are required in all indoor public spaces throughout the convention venue in accordance with local mandates
- The ARA monitors evolving guidelines continuously and adjusts protocols in close partnership with venue operators
- Sanitation stations and enhanced cleaning measures are implemented across common areas and high-touch surfaces
- Health guidance and protocol updates are communicated to all registered attendees before and during the event through multiple channels
While mask requirements may not be ideal for everyone, the ARA has positioned these measures as a minor inconvenience compared to the substantial value of gathering in person as a rental community. The association continues working with its partners to maintain a safe environment, recognizing that attendee confidence is essential for future gatherings.
Rental Industry Economic Outlook
The economic context surrounding the 2021 ARA Show is notably positive. Rental industry revenue is projected to grow nearly 10 percent in 2022, reflecting strong demand across construction, industrial, and general tool segments. This growth projection reinforces the importance of attending the show to secure supply chain commitments, explore new supplier relationships, and position rental businesses for the expansion ahead. The growth is driven by increased construction activity, infrastructure investment, and the trend toward equipment rental over ownership across multiple segments.
The resilience demonstrated by the rental community over the past 18 months has been remarkable. As Robert H Pedersen Installed As Ara Board Chair illustrates, leadership transitions within the ARA reflect an organization focused on continuity and adaptability. Members looking to build stronger connections and raise their industry profile will find ample opportunity at the show, much like the professionals highlighted in Equipment Rental Profiles Building a Stronger Rental Business who have leveraged industry visibility to grow their operations.
Looking Ahead: The 2023 Show in Orlando
The next ARA Show after Las Vegas is scheduled for Orlando in February 2023, making the 2021 event a critical checkpoint for rental businesses that want to establish supplier relationships ahead of a longer gap between major shows. The shift in venue and timing underscores the association’s commitment to rotating locations and optimizing the show calendar for maximum industry participation. Rental professionals who cannot attend Las Vegas should begin planning now for the Orlando event, as the 2023 show will likely attract significant attendance from those who missed the 2021 gathering.
The ARA Show remains the single most important gathering for the equipment rental industry. With hundreds of vendors, thousands of attendees, educational programming, and networking events spanning multiple days, the show offers unmatched value for rental businesses of all sizes. The return to Las Vegas after an eight-year absence, combined with the resilience of an industry projected for strong growth, makes the 2021 edition one that rental professionals cannot afford to miss. Planning ahead, preparing a show strategy, and arriving with clear objectives will help attendees extract maximum value from this pivotal industry event.